imc final project
TRANSCRIPT
TEAMALBEE, SHARON, SHERRY, RICKY
Preview
• Introduction of Handmade Soaps
• Analysis of Target Markets
• Missions of Project
• Messages (Blue Print)
• Application of 7 IMC Methods
• Integration of 3 IMC Methods
Introduction of Handmade Soaps
• 100% vegetarian
• Finest oil
• Preservative free (60%)
• No animal-fat
Introduction of Handmade Soaps
• Local ingredients
• Time-critical shelf lives
• Refrigerator requires
• Limited inventory
• Handmade in small batches
Organic
Introduction of Handmade Soaps
• Human-test only (No animal test)
• Naked products (70%)
• Recycled package
• Charity Pot
Organic Fresh
Introduction of Handmade Soaps
• Price by weights
• Cheaper than brands in same sector
Organic FreshENV-Friendly
Introduction of Handmade Soaps
• Colorful and various appearances
• Limited edition for festivals
• Special design for environment-friendly events
Organic FreshENV-Friendly Valuable
Introduction of Handmade Soaps
Organic FreshENV-Friendly Valuable Happy
Price Value
• Higher than local supermarkets
• Less than competitors(The Body Shop)
• Priced by weights
Introduction of Handmade Soaps
Organic FreshENV-Friendly Valuable Happy
Place Convenience
Physical stores globally (Over 700 locations)
Prime and high-end area (Posh locations)
Online store (47 countries)
• Healthier soaps: protect skin
• Non chemical soaps: environmental
conscious
• Fresher soaps: contain little or non
preservatives
• Valuable soaps: special function, model,
and smell, happy mood
Introduction of Handmade Soaps
Target Markets
Mission of Project
Reduce Preference from 80% that people like competitor's product to 30% in 1 year.
Preference
BLUEPRINT LIST 1
“ Are you looking for a cute soap and good smell soap?” “ Do you feel bored about your soapwhen you are taking a shower?”
“ Want to have a seasoned edition soapas a holiday gift for your friends?”
BLUEPRINT LIST 2
• “ Compared to Brand Dxxx, our soap has
more colors to be chosen.”
• “ Our soaps’ natural smell is always better
than the Brand Dxxx.”
• “ We provide more options of soaps for
customers than others.”
BLUEPRINT LIST 3
• “ 80% of customers feel happier to use our
soap during a shower.”
• “ 70% of customers feel Lush soaps is a best
option for holidays’ gifts.”
• “ 75% of customers feel Lush soaps is worth
to be used everyday.”
Application of 7 IMC Methods
Trade Shows
• Live show and art gallery
Discounts
• Different discounts for the visitors
Samples
• Handmade soap samples for visitors
Sales Promotion
Application of 7 IMC Methods
Use quote: increase credibility
Invite: reporter and famous people
Experience writing: Cosmetic
magazines, Newspaper, Twitter, Blog,
Facebook etc.
Marketing Public Relation
Application of 7 IMC Methods
Create some more soaps:
• Special, unique, and different
Provide more information:
• Organic and fresh.
Try soaps in store:
• Yes, get action
• No, more sample
Personal Selling
Application of 7 IMC Methods
Advertising
• Transportation advertisings
• Flyers
• Official website/ Facebook/ Twitter
Application of 7 IMC Methods
• Identify cause: Help other people to enjoy shower
• Cause organizations:
Red Cross, non-profit orphanage or nursing-home etc.
• Opportunities: Build up excellent image
• Integration: MPR, Advertising, Sales Promotion etc.
Cause Marketing
Application of 7 IMC Methods
Direct Marketing
Collecting database :
• Physical stores
• Purchasing record from online store
• Outside sourcing
Application of 7 IMC Methods
Direct Marketing
When we have potential or exiting
customers database:
Send out commercial email
• Designed
• Packaged
• Once per week
Application of 7 IMC Methods
E-Communication
• Redesign our website (psychographic)
• Google Ad-words
• Re-manage social media
• Facebook for news, activities, stories
etc.
• Instagram for posting different style pics
Handmade Soaps Live Show• Experience LUSH soaps: better than words
• Build image of physical features: handmade,
organic, fresh, varieties of flavor available, special
shape)
• Express mental features: happiness related to
shower time
• Generate potential customers from audiences
Handmade Soaps Art Gallery• Convey the happiness of hand making soaps to public
• Get more attention from customers
• Emphasize the happiness related to shower time
Integration of 3 IMC Methods
HandmadeSoaps
Live Show
HandmadeSoapsArt Gallery
OtherSP
MPR CauseMKT
AD.
HandmadeSoapsArt Gallery
Integration of 3 IMC Methods OtherSP
Discounts for the visitors• 20%: Join the show
• 5%: Watched the show
• 5%: Visit the gallery
Samples• Deluxe samples: Join the show
• Small samples: Watch the show
and visit the gallery
Integration of 3 IMC Methods
Donate soaps to orphanage or
nursing-home• Bring happiness of shower to others
• Build up the brand image
Hold auction and donate money
to Non-profit organizations• Build up the reputation
CauseMKT
Integration of 3 IMC MethodsMPR
“Spread your happiness around the world,
give what you have to the people who need it.
LUSH donated soaps for kids, it is the best
thing that have ever happened.”
By Sharon
Integration of 3 IMC MethodsMPR
“Gets wet, dries off, gets wet, dries off,
everyday again and again. When I feel bored
on taking same routine of shower, LUSH
brings me a miracle.”By Sharon
Integration of 3 IMC MethodsMPR
“Everyone who has ever taken a shower has
an idea. It is a person gets out of the shower,
dries off and does something about it. Who
make a difference?”
By Nolan Key Bushnell
AD.Integration of 3 IMC Methods
Everyone who has ever taken a
shower has an idea. It is a person
gets out of the shower, dries off
and does something about it. Who
make a difference? LUSH!!
Posters and Flyers
• Physical stores
• Handmade soaps live show
• Handmade soaps art gallery
• Official website, Facebook
THANKS